Intimate wear falls under the big umbrella of apparel sector. It is estimated that approx. 10% of the consumer expenditure on apparel is on intimate wear. Intimate wear manufacturing in India is still at a nascent stage. This article further explores the status of intimate wear market and potential for growth in India
The Make in India program me holds special importance for the textile and apparel industry, one of the 25 priority sectors in the Make in India campaign. This industry is highly labor oriented and is the second largest employer of labor after agriculture. As per the Annual Survey of Industries, an investment of approximately Rs. 12 crore in fixed capital in apparel manufacturing generates employment for around 70 people. This is way above when compared with other industries where the average is around 10 people and falls directly in line with the aim of Make in India campaign of creating employment opportunities in the country.
Since 2015, the Indian intimate wear market has grown by 25%, with its share of the total apparel market rising from 6.4% in 2010 to 7.4% in 2015. Dominated by the women’s segment, which holds over 60% of the market, it’s projected to reach Rs. 47,000 crore by 2020. Indian intimate wear market is dominated by women’s segment which currently forms over 60% of the overall market and is valued at Rs. 14,500 crores. This segment has outperformed the overall market as well as the men’s segment, which currently holds 35% of the total market. The kids’ intimate wear market merely has a 4% share in total market.
Rapid Growth in the Intimate Wear Market: Key Drivers and Trends
India’s intimate market size is currently estimated to be Rs. 24,300 crore and has grown at a CAGR of Several consumer and retail trends are driving the growth story The sudden boost in intimate wear can be mainly attributed to the changing lifestyle of the new age customer and the increase in disposable income with the people. The customers mainly belong to the aspirational class striving for a better lifestyle and the upper class with high disposable income.
Well educated & well-groomed, fashion conscious and highly aware of their needs. Today, intimate wear is not only a bare necessity but also a fashion item. Today’s consumer is in a continuous process of up-gradation for different aspects of life. They are willing to spend more if given better quality, better comfort, and better brand.
Consumers have moved on from possessing just the basic pieces like bras and panties to occasional wear like beachwear, and functional pieces like swimwear and shapewear. The apparel and lingerie basket of the people has also increased over the years. An average Indian women used to have 4-5 pieces of bras in her wardrobe few years back which has now increased to 7-8 pieces. Indian men are increasingly brand conscious, investing more time and money in grooming and purchasing quality intimate wear, reflecting a shift toward self-care. Apart from the increase in the demand for the products, entry of big and established international brands in the Indian market has also boosted the production of these items in the country. The government policy of 100% FDI in retail further gave a boost to not only the retail segment but also the manufacturing segment as the brands now need to source the products from local vendors as well.
Untapped Opportunities in India’s Shapewear and Swimwear Markets
Rising awareness and consciousness of Indian consumer to choose the right outfit for themselves for every purpose has led to increase in the demand of specialized categories on intimate wear like shapewear, sleepwear, and swimwear. Whereas the sleepwear has already occupied the shelves in the branded as well as unbranded stores, there still exists untapped opportunities in shapewear and swimwear categories in India. With the Indian consumer becoming more and more aware and conscious about choosing the right attire and outfit for every purpose, the intimate apparel market in India is seeing an emergence of new categories like sleepwear, shapewear, active wear, swimwear etc.
Some of these new categories which have a huge untouched potential include sleepwear, loungewear and thermals.
Trends and Innovations in Sleepwear
Sleepwear market is emerging quickly as an essential fashion segment, and has, over the last decade, observed organized players entering this segment. The segment is growing fast with manufacturers investing heavily in R&D to raise the range and functions of designs. From the basic kurta pajamas, the category is moving towards fashionable sleepwear like stylish shorts, tees, capris etc. The fabrics used include cotton blends in varied prints like geometrical, superhero prints, camouflage, stripes etc.
Elevating Comfort: Trends in Loungewear
The Nightwear is becoming more cozy and multi-functional. This has led to nightwear moving to the next higher level with the extension of nightwear to loungewear which has taken space in India’s manufacturing excellence can be mainly attributed to the abundant availability of raw material and labor and large existing manufacturing set-ups. The growth of loungewear is driving demand for man-made fibers like modal, as consumers seek luxury and comfort in their casual attire. Some global brands which have already marked their presence in this segment are Calvin Klein and Gap.
Essential Insights into Thermal Wear Trends
Thermals is an emerging segment with national and international brands diversifying their products in this range. The presence of various key players like Jockey, Monte Carlo, Rupa, Chromosomes, Hanes and Dixy in this segment shows the potential in this emerging category. The product categories in thermals are half/ full sleeved T-shirt and full skinny pants. Several large players have already entered the category and are looking at strengthening their presence in the category.
State Governments Show Strong Support for Growth Initiatives
Apart from Central Government support, several State Government including Gujarat, Maharashtra, Karnataka and West Bengal have implemented their own textile policies that provide additional support in form of incentives and subsidies. Several state governments are developing Textile Policies to attract investments. A key focus for both industry and government should be technological advancement and upgrades.
The men’s underwear category is fast fusing innovation into its articles of clothing like use of stretchable fabrics, quick dry fabrics, armored underwear and many more. With more technological innovation and incorporation into the products, the industry can tap the market of advanced protection and health tracking through clothing.
Government and Industry’s Role in ‘Make in India’ Success
The call for Make in India is most relevant for intimate wear sector – not as an option but perhaps a compulsion to help it move towards growth and maturity. Collaboration between Central and State Governments with the industry is essential for the success of ‘Make in India.’ An immediate focus on product development is crucial. Indian intimate wear demand is moving from plain cotton white sets to designers sets with advanced Joint venture options can also be explored by industry to bring the requisite technology to the country and make better use of the infrastructural and policy support being provided by the Government. Such collaborations will help the industry upgrade in terms of skill sets, manufacturing capacity, design and operational efficiency as they get access to the partner company’s valuable resources. Through coordinated efforts between the industry and government, the intimate wear sector can achieve significant growth, fully realizing the goals of the ‘Make in India’ initiative. A synchronized focus on innovation, product development, and investment will drive success.
Key Consumer and Retail Trends Fueling Market Growth
Intimate wear falls under the big umbrella of apparel sector. It is estimated that approx. 10% of the consumer expenditure on apparel is on intimate wear. Intimate wear manufacturing in India is still at a nascent stage. This article further explores the status of intimate wear market and potential for growth in India
The sudden boost in intimate wear can be mainly attributed to the changing lifestyle of the new age customer and the increase in disposable income with the people. Customers mainly belong to the aspirational class striving for a better lifestyle and the upper class with high disposable income. They are well educated, well-groomed, fashion conscious and highly aware of their needs. Today, intimate wear is not only a bare necessity but also a fashion item. Today’s consumer is in a continuous process of up-gradation for different aspects of life. They are willing to spend more if given better quality, better comfort, and better brand.
The Conclusion
The industry of intimate wear in India is basically standing at a threshold situation where rapid expansion is facilitated due to increased consumer awareness and consumers with higher disposable incomes, besides the influence of global fashion. This sector views ‘Make in India’ as one major opportunity for expanding their business globally and domestically by aligning the government with the industry for leveraging the abundant resources comprising skilled labor, raw materials, and manufacturing infrastructure.Innovation-product development and development of good technologies-should be the focus to keep up with ever-evolving consumer preference.
Shapewear, swimwear, loungewear, thermals, to mention a few, are categories that hold gigantic scope yet to be pursued. International collaborations can bring in fresh technology to enhance quality and production to the latest levels. This would mean that a considerably contributing intimate wear industry, along with synergy, will smartly join India’s apparel market and move in the right direction to the other objectives of ‘Make in India’ for sustained improvement and global recognition.